Advert copy: “One sheet of paper becomes a crane. The people of Japan have used boundless imagination to enjoy 3D since long ago. Finally, TV has become 3D as well”.

The challenge was how well the realism, depth, and visual impact of the newly developed 3D television could be conveyed to consumers using only printed media.

The advert managed to stand out remarkably within a medium primarily composed of printed advertisement. Naturally, it generated a buzz on Twitter and other social media. Some children who wanted to touch the advert were seen being held up by their parents for a closer look. The advert succeeded in making a major statement.

Origami is a traditional Japanese art form in which a single sheet of paper is folded only with the hands, using nothing else, into the shape of an animal or other objects. It’s a pastime enjoyed by almost every Japanese person from childhood.

The crane is the most symbolic animal shape in origami. Using this shape as a motif, we showed how a flat-surface image could provide an experience so realistic it appears to have come to life when it becomes 3D.

The actual advertisement was crafted from single sheets of paper, individually, with human hands.